How can understanding cultural identities help you to intuitively connect more deeply with your audiences? In this episode, special guest Aaron GlenWilliams, Chief of Staff at the Ontario Lottery and Gaming Corporation (OLG), answers this question, sharing insights from his remarkable career to date. This is a masterclass on how to speak to audiences in a more personal, targeted, and authentic way!

Aaron walks us through how understanding the nuances of cultural identities has enabled OLG to produce some wildly successful, award-winning campaigns that have instinctively engaged and built loyalty with Ontario's many multicultural communities.

He also shares how he and his team harness the power of data to mine for cultural insights. Take a tour behind the scenes with Aaron on some of his most memorable projects, from OLG, the Pan-American Games, Pride Toronto, and one initiative he is most proud of - opening the Nia Centre for the Arts (Canada's first arts centre dedicated exclusively to supporting and profiling Black talent).

Through it all, learn how understanding the unique behaviours of certain cultural groups can be key to taking your marketing impact to new heights.

Biographies

Guest: Aaron GlynWilliams helps governments and industries deliver positive outcomes for communities and strengthens public trust, especially through periods of transformation. He has led teams at the Pan-American Games, Pride Toronto, the Toronto Pearson International Airport, and Elections Ontario, to name a few. Aaron currently serves as the Chief of Staff at the Ontario Lottery and Gaming Corporation (OLG). He is also an experienced non-profit Board Director, supporting diverse communities.

Host: Sharifa Khan is the visionary founder of Canada’s multicultural marketing discipline. She is ­­also the founder and CEO of Balmoral Multicultural Marketing. Her firm, which is celebrating its 35th anniversary this year, continues to innovate at the top of its field. In 2021, Sharifa received the industry’s highest honour, as an inductee in the prestigious Canadian Marketing Hall of Legends.

Subscribe now and never miss an episode, featuring top industry experts and thought leaders on their multicultural marketing journeys (and don’t forget to rate and review this podcast).

Social Media: (Follow: #Balmoral and #MulticulturalMarketingPodcast)

LinkedIn:

Sharifa Khan: https://www.linkedin.com/in/sharifa-khan/

Balmoral Multicultural Marketing: https://www.linkedin.com/company/balmoral-multicultural-marketing/

IG:

@sharifa7147
@balmoralmulticultural
@kekadasgupta

Resources:
www.balmoralmkt.com | 416.364.0046 | inquiries@balmoralmkt.com


Credits and Acknowledgements:

· Keka DasGupta – executive producer

· Daniel Ho, ReMarketing Company Inc. - video and editing services

· Rima Maamari - podcast advisory services